Sugar Free, India’s leading brand in the sugar substitutes category, launches Green Veda, another path breaking innovation for the calorie-conscious consumer. The new variant is an ayurvedic sweetener made from 'meethi tulsi' enabling chai lovers to enjoy their everyday cup tea minus the guilt.

Sugar Free has launched an all new TVC to promote the recent range starring leading Bollywood actress and brand ambassador, Parineeti Chopra and celebrity chef, Sanjeev Kapoor.



Talking about the campaign Tarun Arora, Chief Operating Officer & Director, Zydus Wellness said, “We at Sugar Free are always evolving and innovating to promote a healthy lifestyle. Our new campaign focuses on altering the tea drinking ritual with Sugar Free Green Veda, wherein consumers can now enjoy their tasty chai with the richness of ayurveda and also, build immunity through its antioxidant properties. Our power duo brand ambassadors – Sanjeev Kapoor and Parineeti Chopra have communicated these brand attributes very well in the new TVC and we are extremely excited for consumer reactions.”

Expressing her thoughts on Sugar Free Green Veda, Parineeti Chopra, Brand Ambassador, Sugar Free added, “This campaign is very special to me. 2018 has been a year of making conscious healthy choices and eliminating unhealthy foods. I have also adopted ayurvedic habits like drinking warm lemon water in the morning and avoiding sugary, fried foods and drinks. Having said that I am big on indulgence, especially my morning cup of Elaichi chai! And now with Sugar Free Green Veda I can enjoy my guilt free ayurvedic tea every day!”

The strategy behind this campaign was to increase significance of Sugar Free especially around tea time. India, being a predominantly tea drinking nation has witnessed a conscious shift in the tea consumption pattern in the recent times. Regular tea drinkers often find it difficult to limit their sugar intake, leaving a sense of void every time they drink a cup.